<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) face increasingly complex challenges due to intensifying competition and changes in the business environment. Appropriate business development strategies are therefore needed to enhance competitiveness and ensure sustainability. This study aims to analyze the business conditions of Bakso Kuntet MSME based on production, financial, human resource, and marketing aspects and to formulate development strategies using SWOT analysis. This study employed a descriptive qualitative approach supported by quantitative data. Data were collected through observation, interviews, documentation, and questionnaires distributed to 30 consumers. Data were analyzed using the Internal Factors Analysis Summary (IFAS), External Factors Analysis Summary (EFAS), SWOT matrix, and SWOT quadrant analysis. The findings indicate that the overall condition of Bakso Kuntet MSME is relatively good in production, financial, human resource, and marketing aspects. However, weaknesses remain, including unsystematic financial records, inadequate cleanliness supervision, and limited use of digital marketing. SWOT analysis places Bakso Kuntet MSME in Quadrant I, indicating a growth-oriented position and supporting an aggressive strategy that utilizes internal strengths to capitalize on external opportunities. Proposed strategies include improving product quality, strengthening digital marketing, enhancing service quality, developing human resource competencies, and improving financial management. These findings can serve as a practical reference for MSME owners in developing effective, adaptive, and sustainable strategies to strengthen competitiveness and support long-term growth.]]>
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